個案資料
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Hidesign: Leather Heritage or Lifestyle Brand?
內容大綱
The Hidesign case examines issues facing a niche fashion company in pursuit of its next growth phase. After three decades of offering a leather products portfolio, the founder and president of Hidesign has decided to extend Hidesign’s portfolio to include non-leather product categories such as sunglasses and pens. The company’s advertising tagline — “Real leather. Crafted the forgotten way.” — has helped position Hidesign as a quality leather accessories brand. How should Hidesign position its new product range? Should different taglines be used for its leather and non-leather products? Should Hidesign do away with taglines altogether? Could the decision to extend the brand to non-leather product categories dilute its carefully cultivated core identity? Or could this decision help transform Hidesign into a fashion lifestyle brand?
學習目標
<ul><li>Examine brand extension as a growth strategy</li><li>Explore the advantages and disadvantages of brand extensions</li><li>Discuss the appropriateness of product categories to extend a brand</li><li>Analyze growth avenues, including that chosen by Hidesign</li><ul>